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2012 | OriginalPaper | Buchkapitel

Subtle Sophistry or Savvy Strategy: Ethical and Effectiveness Issues Regarding Product Placements in Mass Media

verfasst von : Lynne Eagle, Yvette Morey, Stephan Dahl

Erschienen in: Advances in Advertising Research (Vol. III)

Verlag: Gabler Verlag

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Abstract

Product placement involves the introduction of a identifiable branded product into the content or background of media broadcasting formats. Placements take place in traditional media as well as newer formats such as games and social media sites. A distinguishing feature of product placement is that – unlike traditional advertising – it takes place within the context of entertainment and is shaped or scaffolded by an immersive narrative (Cowley and Barron, 2008) thus making it difficult to avoid and often difficult to detect (La Ferle and Edwards, 2006).

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Nächstes Kapitel The Effect of Flow on Implicit Memory of In-Game Brand Placements

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Titel: Subtle Sophistry or Savvy Strategy: Ethical and Effectiveness Issues Regarding Product Placements in Mass Media
verfasst von: Lynne Eagle
Yvette Morey
Stephan Dahl
Verlag: Gabler Verlag
Buch: Advances in Advertising Research (Vol. III)
Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright-Jahr: 2012
DOI: https://doi.org/10.1007/978-3-8349-4291-3_18